Challenge
The UK affiliate of an international pharma company was launching two new brands and, in doing so, it was creating a portfolio in this therapy area. The new portfolio needed a strategy, positioning and messaging. New and existing brands needed their own story within the overall portfolio communication.
Action
The portfolio needed a position based on the company’s attributes and those of all the products together. The individual brands needed the same. First, we built understanding of both the company and their medicines fully. We undertook a competitive review for the individual brands and did the same for the company vs its therapeutic counterparts.
Result
The client was presented with a portfolio strategy, positioning and key communication messages by Hawk Pharma Consulting with strong rationale. This underpinned the simplified story for each brand and provided a compelling case across the portfolio and its individual parts. We built the client’s understanding of the market, both in terms of companies and competitor products in our discussion and a comprehensive deck. Ensuring focused execution would drive success.
Next Steps
Marketing a portfolio presents different opportunities to single brands. Synergy is key and the portfolio should be stronger than the sum of its parts. If you would like to discuss a portfolio – maybe new products mean you now have a portfolio … perhaps you’d like to review an existing therapy area to strengthen it – then we would love to hear from you and help you be a “branded house” and not a “house of brands”! – [email protected]